Elasticity of Demand and Supply

CHAPTER FOUR
ELASTICITY OF DEMAND AND SUPPLY

ANSWERS TO END-OF-CHAPTER QUESTIONS

4-1 What is the formula for measuring price elasticity of demand? What does it mean (in terms of
relative price and quantity change) if the price elasticity coefficient is less than 1? Equal to 1?
Greater than 1?
Price elasticity of demand is found by dividing the percentage change in quantity demanded by the
percentage change in price. Over a range of prices, we use the midpoint formula:
Ed = [(change in Q)/(sum of Q’s/2)] divided by [(change in P)/(sum of P’s/2)]
If the price elasticity coefficient is less than 1, this means that the percentage change in quantity is
relatively smaller than the change in price – consumers are relatively unresponsive to price
changes. A coefficient of 1 means that the percentage changes are equal – a 10 percent price
decrease will cause a 10 percent increase in quantity demanded. A coefficient greater than one
means that consumers are relatively responsive to price changes – the quantity response is greater
than the price change (in percentage terms).
4-2 Graph the accompanying demand data, and then use the price elasticity formula (midpoints
approach) for Ed to determine price elasticity of demand for each of the four possible $1 price changes.
What can you conclude about the relationship between the slope of a curve and its elasticity?

Product Quantity
price demanded

$5 1
4 2
3 3
2 4
1 5

Elasticities, top to bottom: 3; 1.4; .714; .333. Slope does not measure elasticity. This demand
curve has a constant slope of -1 (= -1/1), but elasticity declines as we move down the curve. When

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Elasticity of Demand and Supply

the initial price is high and initial quantity is low, a unit change in price is a low percentage while a
unit change in quantity is a high percentage change. The percentage change in quantity exceeds the
percentage change in price, making demand elastic. When the initial price is low and initial
quantity is high, a unit change in price is a high percentage change while a unit change in quantity
is a low percentage change. The percentage change in quantity is less than the percentage change
in price, making demand inelastic.
4-3 Calculate total-revenue data from the demand schedule in question 2. Referring to changes in price
and total revenue, describe the total revenue test for elasticity.
See the graph. Total revenue data, top to bottom: $5; $8; $9; $8; $5. When demand is elastic,
price and total revenue move in the opposite direction. When demand is inelastic, price and total
revenue move in the same direction.

4-4 You are chairperson of a state tax commission responsible for establishing a program to raise new
revenue through excise taxes. Why would elasticity of demand be important to you in determining
the products on which the taxes should be levied?
Elasticity of demand would be very important to me. I would select goods for which the demand
was price inelastic. When demand is price inelastic, the decrease in quantity demanded as a result
of the price increase caused by the excise tax is proportionately less than the increase in price. As
a result, tax revenues will increase. An ideal good would be one for which the demand was
perfectly inelastic. In such a case, there would be no decrease in quantity demanded at all when an
excise tax was levied. Also, it would be helpful to find a good whose consumption is harmful. On
these two counts, cigarettes and liquor make excellent candidates for excise taxes; to the extent that
there is any cutback in consumption at all, the majority view now is that this is a good thing.

4-5 How would the following changes in price affect total revenue? That is, would total revenue
increase, decline, or remain unchanged?
a. Price falls and demand is inelastic.
b. Price rises and demand is elastic.
c. Price rises and supply is elastic.
d. Price rises and supply is inelastic.
e. Price rises and demand is inelastic.
f. Price falls and demand is elastic.
g. Price falls and demand is of unit elasticity.
Total revenue would increase in (c), (d), (e), and (f); decrease in (a) and (b); and remain the same
in (g).
4-6 What are the major determinants of price elasticity of demand? Use those determinants and your
own reasoning in judging whether demand for each of the following products is elastic or inelastic:
(a) bottled water; (b) toothpaste; (c) Crest toothpaste; (d) ketchup; (e) diamond bracelets; (f)
Microsoft Windows operating system.
Substitutability, proportion of income; luxury versus necessity, and time. Elastic: (a), (c), (e).
Inelastic: (b), (d), and (f).

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4-7 What effect would a rule stating that university students must live in university dormitories have on
the price elasticity of demand for dormitory space? What impact might this in turn have on room
rates?
The ruling would make the price elasticity of demand more inelastic than if there were no such rule,
assuming that there is not another equivalent university nearby to which students could transfer.
Although universities are nonprofit organizations, the rule would certainly allow them to raise rates
without worrying so much about students moving out to live elsewhere.

4-8 What is the formula for measuring the price elasticity of supply? Suppose the price of apples goes
up from $20 to $22 a box. In direct response, Goldsboro Farms supplies 1200 boxes of apples
instead of 1000 boxes. Compute the coefficient of price elasticity (midpoint formula) for
Goldsboro’s supply. Is its supply elastic or is it inelastic?
The formula is the same as for price elasticity of demand, except with “quantity supplied” inserted
wherever “quantity demanded” appeared.
Es = percentage change in quantity supplied / percentage change in price
Using the midpoint approach, Goldsboro’s elasticity of supply coefficient is 1.91, meaning that its
supply is price elastic.

4-9 In May 2004 Pablo Picasso’s “Boy with a pipe” sold at auction for $104 million. Portray this sale
in a demand and supply diagram and comment on the elasticity of supply. Comedian George
Carlin once mused, “If a painting can be forged well enough to fool some experts, why is the
original so valuable?” Provide an answer.
The supply is perfectly inelastic—vertical—at a quantity of 1 unit. The $104 million price is
determined where the downward sloping demand curve intersected this supply curve.
If all that matters is the appearance of the painting, having more than one picture available would
likely decrease the demand for the original. If verifiable originality is in itself a quality that
prospective buyers desire, the uniqueness of the good helps explain the higher price. Based on the
$104 million price tag on Picasso’s painting, it would appear that there is more to the demand than
just the image on the canvas.
4-10 Because of a legal settlement over state health care claims, in 1999 the U.S. tobacco companies
had to raise the average price of a pack of cigarettes from $1.95 to $2.45. The decline in cigarette
sales was estimated at 8 percent. What does this imply for the elasticity of demand for cigarettes?
Explain.
The price elasticity of demand for cigarettes was inelastic. The percentage change in price was
22.7 percent whereas the percentage change in quantity demanded was only 8 percent. For those
hooked on cigarettes, even a 22.7 percent increase will not discourage them from smoking.
4-11 The income elasticities of demand for movies, dental services, and clothing have been estimated to
be +3.4, +1.0, and +0.5 respectively. Interpret these coefficients. What does it mean if an income
elasticity coefficient is negative?
All are normal goods—income and quantity demanded move in the same direction. These
coefficients reveal that a 1 percent increase in income will increase the quantity of movies
demanded by 3.4 percent, of dental services by 1.0 percent, and of clothing by 0.5 percent. A
negative coefficient indicates an inferior good—income and quantity demanded move in the
opposite direction.

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